Soup’s On! 7 Offerings From Campbell's Generating Market Interest

Campbell's

Campbell Soup Co. has a focused priority for fiscal 2018 to fortify its global biscuits and snacks division—an initiative marked by strengthening its core, expanding in faster-growing spaces, building global brands and better leveraging global capabilities, according to the company.

In a July presentation during the company’s corporate analyst meeting, Luca Mignini, senior vice president and president of global biscuits and snacks for Campbell's, further explained these priorities by saying the company will emphasize childrens' snacking, adult snacking and fresh bakery.

Mignini said Camden, N.J.-based Campbell's intends to reach more consumers more often with its Pepperidge Farm Goldfish brand by continuing to drive up the brand’s health and wellness status. Also, a major focus this year is to expand Goldfish to reach a new demographic—older children—while continuing to strengthen the brand’s connection with millennials, he said.

What follows are seven offerings in the Campbell portfolio—the majority in the Pepperidge Farm family—that are poised to hit a more accelerative stride marked by new innovations and adaptation to shifts in consumer consumption.  
 

Pepperidge Farm Goldfish

Pepperidge Farm Goldfish

Campbell's plans to push its Pepperidge Farm Goldfish brand’s health and wellness attributes. A key component of this strategy in fiscal 2018 will be to expand the Goldfish franchise to appeal to kids as they get older. The new Goldfish line will be part of the company’s “real food philosophy.” Baked and made with whole-grain corn with no artificial flavors, colors or preservatives, these new products are expected to roll out next spring.

Pepperidge Farm “Milano Moments”

Pepperidge Farm “Milano Moments”

Campbell's plans to invest additional resources in its Pepperidge Farm “Milano Moments” campaign, which reminds women to save something for themselves. The company intends to continue its efforts in support of delivering authenticity within its cookie portfolio.

Pepperidge Farm Farmhouse Thin & Crispy

Pepperidge Farm Farmhouse Thin & Crispy

Pepperidge Farm Farmhouse Thin & Crispy cookies rolled out this spring and are on track to be the biggest Pepperidge Farm snack launch in more than a decade, Mignini said.

Milano Toasted Marshmallow

Milano Toasted Marshmallow

Also innovating around the seasons, Pepperidge Farm launched Milano Toasted Marshmallow cookies in limited release at Target stores, and eventually extended the variety to other retailers. The new flavor features Milano’s classic chocolate filling along with a thin marshmallow-flavored layer.

Apple & Cinnamon Swirl Oatmeal and 100% Whole Wheat Cinnamon Swirl With Raisins

Apple & Cinnamon Swirl Oatmeal and 100% Whole Wheat Cinnamon Swirl With Raisins

Within the company’s fresh bakery business, Mignini identified at least two areas of focus: re-establish its sandwich bread business by focusing on quality and its premium positioning in the market, and build on recent improvement in swirl bread by “re-engaging" consumers with improved communication. Two newer innovations for the taking are Apple & Cinnamon Swirl Oatmeal and 100% Whole Wheat Cinnamon Swirl With Raisins.

Well Yes

Well Yes

At the start of 2017, Campbell's Soup launched Well Yes, a nutritious ready-to-serve soup line featuring ingredients such as quinoa, kale and lean proteins. A group of women with Campbell's came up with the Well Yes concept after identifying an opportunity to serve this segment of the soup category.  

V8 Vegetable and Fruit Juice Beverages

V8 Vegetable and Fruit Juice Beverages

V8 Vegetable and Fruit Juice Beverages are made from 75% juice and 25% water. The new varieties are Healthy Greens, Purple Power, Golden Goodness and Carrot Mango. With 60 calories or fewer, they contain no added sugar or artificial ingredients. Healthy Greens has spinach, yellow carrots, apples and pineapple juices; Purple Power has purple carrots, beets and apple; Golden Goodness features sweet potatoes, yellow and orange carrots and orange; and Carrot Mango offers carrot and mango.